Extension Logo. Click for home.

Web Branding Standards, Definitions, and References

It's very important that all Extension or Extension-related websites properly display the Extension wordmark so they will be more integrated into Extension's family of websites.

Everyone benefits:

A variety of Extension websites have been developed independently from the main Extension public site. Some are in departments or colleges, and some were developed in partnership with other organizations. Only sites that appropriately identify with the Extension wordmark can be:

All Extension sites should adopt the Extension version of the University's standard header and footer, with upper left placement of the Extension wordmark, as illustrated and described below.

Different kinds of Extension sites have different requirements; however all should be clearly identified with Extension and link to the Extension website. An inventory of existing Extension sites has helped form these policies. Contact Karen Lilley when your site has been updated to meet these guidelines, to assure it will be linked from the Extension site, or if you have concerns about how the policy may affect your site. The 2007 version of the Extension wordmark and new name should be in use on all websites no later than Dec. 2007 and meet these standards:

Definition Required Preferred Benefits
A. Extension websites
  • Primarily about Extension programs, services, research, educational content, events and staff.
  • Usually developed and maintained by Extension staff.
  • Must have Extension wordmark on home and all pages, upper left of home page, visible on the first screen, linked to Extension's home page & meets size, color and design requirements.
  • Use U of M template as modified for Extension.*
  • Also link to appropriate Extension site program page.
  • May put partner logos or links at bottom of page.
  • Use U content management system (UMContent)
  • Can be featured on the Extension home page and program pages.
  • Will be included in the Extension Google search.
  • Will be included in user stats and reports.
B. Extension Partner websites
  • Only partly about Extension, such as Outreach and Extension sites on college or department websites, or commodity sites where much of the content comes from Extension
  • Might not be maintained by Extension, but has a lot of Extension content and involvement.
  • Must have the Extension wordmark on the home and other Extension pages, not necessarily upper left. May be with other partner logos, treated similarly. Link it to Extension home page & meet size, color and design requirements.
  • Use U of M template as modified for Extension. *
  • Also link to appropriate Extension site program page.
  • May put partner logos or links at bottom of page.
  • Use U of M content mgmt system (UMContent)
  • Can be featured on Extension's home page and program pages.
  • May be included in the Extension Google search and user stats if requested and if possible.
C. Sites where Extension is one of several contributors
  • Have some Extension involvement, but not as full partner; may be presumptuous to request our wordmark on home page.
  • Extension staff contributes content and expertise to the site and the organization.
  • At minimum, should have a text link on home or relevant pages to Extension's home page or a related program page.
  • Extension content contributors must be identified as Extension.
  • Extension staff name, title, or Extension affiliation must link to the Extension site home page.
  • Extension staff/faculty email links must use their U email address.
  • Request wordmark on pages with Extension content. Link it to Extension home page or program page.
  • These sites, or certain pages, could be included in program page right column Related Website links.
  • Cannot be included in Extension web stats and Google searches.

There may be more levels of "Extension websites."

*Existing sites currently not using the U template should be brought up to code when redesigning the site, or moving it into UMContent. Wordmark upgrades must be made in 2007.

References, Downloads, & Links

URL Address Naming

Being associated with Extension, the University (.umn) and as an educational institution of higher learning (.edu) is important for credibility, consistency, and identity. Sites with .edu are also weighted more with Google. Currently Extension sites have URLs in these formats:

To make the transition from a non-acceptable URL, forward the non-umn.edu URL to an acceptable one with a forwarding screen that recommends users change links and bookmarks. Publicize the new correct URL, and monitor usage through stats so you can determine when to remove the forwarding page.

Content Guidelines for Extension Websites